A project in color: Hines lights up Via della Spiga to celebrate cultural and ideological uniqueness
Via della Spiga is synonymous with a project that enhances uniqueness and multiplicity. ‘The rainbow of inclusion and diversity’, promoted by Hines, will light up the heart of the fashion district from Valentine’s Day until the Milan Fashion Week.
The global player active in real estate pays homage to Milan with the luminous scenography ‘Different colors of a single light’, an installation that gives back a colorful via della Spiga, culminating in the cultural hub Spiga 26, tinged with fuchsia. The original identity of the building is manifested on the street, from beams of colored light that enhance the path to the aerial rainbows. Hines uses this symbolic initiative to underline its commitment to defending the core values for the development and relaunch of via della Spiga, and the Quadrilatero in general. Cultural and ideological uniqueness is a precious resource to be celebrated and safeguarded for a future of social inclusion, inhabited by a community moved by varied and multiform thoughts.
The colorful installation is part of a wider program promoted by Hines which is oriented towards a goal of rebirth for the entire neighborhood: from the first edition of Semina – L’Infiorata di Via della Spiga – to experiencing Enlightening The Future, signed by Marcel Wanders studio in collaboration with Audi. It further passes through others, such as Alias, an authentic story of Milan narrated by Greta Ferro.
The range of initiatives with a cultural background in which fashion, design and lifestyle intersect, gravitates around the building Spiga26. It is a district of creativity that has already welcomed the new boutiques of Moschino and Sergio Rossi, and has been chosen by Kering as the site of its Milanese headquarters.
